Rubicon Project

Was one of the largest independent SSPs globally before merging with Telaria to form Magnite in 2020

Rubicon Project was a leading independent sell-side platform (SSP) and programmatic advertising technology company founded in 2007 and headquartered in Los Angeles, California. The company built one of the largest automated advertising marketplaces in the world, enabling digital publishers to manage, optimize, and sell their advertising inventory across display, mobile, video, and audio channels. Rubicon Project went public on the New York Stock Exchange in 2014 and became a prominent player in the open programmatic ecosystem, connecting thousands of publishers with hundreds of demand-side platforms and buyers globally. At its peak, Rubicon Project processed billions of ad transactions daily, offering publishers sophisticated yield management tools, header bidding solutions, and access to a vast pool of programmatic demand. The company competed directly with other major SSPs such as PubMatic, OpenX, and Index Exchange, while also navigating the competitive pressures of Google's Ad Manager and Amazon's advertising infrastructure. Rubicon Project was a vocal advocate for transparency and publisher independence in the programmatic supply chain. On April 1, 2020, Rubicon Project completed a merger of equals with Telaria, a leading CTV and video SSP, to form Magnite — the largest independent omnichannel SSP in the industry. Both predecessor brands were retired as part of the transaction. Rubicon Project's technology and infrastructure became the foundation of Magnite's DV+ product, which serves display, video, and audio advertising outside of connected television. The merger created a combined entity better positioned to compete against walled gardens and offer publishers a comprehensive, independent monetization platform.